Challenges and Opportunities of Green Marketing and Sustainable Development

In today's world, the intensification of environmental crises such as pollution, climate change, and the overexploitation of natural resources has compelled governments, corporations, and consumers to reconsider their production and consumption behaviors. Green marketing, as a strategic approach, is considered a response to these concerns, aiming to integrate environmental responsibility with economic value creation. This study, employing a narrative review method, explores the concepts, challenges, opportunities, and interactions between green marketing and consumer behavior. Findings indicate that although green marketing can offer benefits such as improved brand image, increased customer loyalty, and the creation of a sustainable competitive advantage, it also faces practical challenges. These include high costs, greenwashing and distrust of environmental claims, inadequate infrastructure, and limited consumer awareness. In countries like Iran, these challenges are more pronounced; however, opportunities such as the expansion of social media, the younger generation's tendency toward responsible consumption, and the emergence of start-up brands could pave the way for advancing this approach. It appears that measures such as supportive policymaking, widespread education, facilitating access to sustainable products, and strengthening collaboration between organizations and stakeholders can serve as a roadmap for realizing sustainable development and regenerating ethical relationships among producers, consumers, society, and the environment.

کلیدواژه ها:

Green marketing ، sustainable development ، green consumer ، greenwashing